The Love Chicken campaign was launched in January for families looking to save money while still cooking tasty, nutritious meals. The web site – www.greatbritishchicken.co.uk – is packed with recipes, nutritional information, a blog and a competition which has received more than 13,000 entries.

The latest addition is a new video of chicken farmer, David Speller, talking about the 180,000 birds he rears on his farm in Derbyshire to Red Tractor standards.

He shows viewers around the farm and says: "The biggest thing I would love the public to appreciate is how much I do care for my birds.

"We all know as livestock farmers producing animals for meat that ultimately that animal will be consumed. But that doesn't mean you don’t care for them, it doesn't mean the bird doesn't deserve to have a nice life and, therefore, my responsibility is to give them the best I can for the time that they're here."

In the current economic climate, a key aim of the site is to help people get three tasty meals from one whole British chicken. The NFU is also using the campaign to remind shoppers to look out for the Red Tractor logo to ensure the chicken's quality and traceability to British farms.